10688 
10049场景营销是指企业在移动互联网和场景技术力量的支持下，通过场景分析与消费者进行沟通，目的在于激发消费者的场景感知并引导消费行为。越来越多的企业意识到了场景营销的优势并将其纳入业务模式创新，推动了场景营销的实践探索。场景营销相关理论研究还处于起步阶段，是近年来快速发展的研究领域。本文通过对场景营销的国外相关文献进行回顾梳理，阐释了场景营销的概念与特征，对场景营销的运作模式、技术基础和影响因素进行了述评，对场景营销战略下的场景维度构建、场景感官认知和场景化互动研究进行了回溯，对基于场景分析识别潜在市场、重新定位产品和服务的观点进行了剖析，将场景营销对消费者和企业的作用价值进行了整理和提炼，并在此基础上展望了未来的研究方向。
移动互联环境下的场景营销：研究述评与展望
摘要
参考文献
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于萍. 移动互联环境下的场景营销：研究述评与展望[J]. 外国经济与管理, 2019, 41(5): 3-16.
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